Marketers have been looking for more ways to connect with spiritual Americans. Tyson Foods' effort includes providing a free downloadable prayer booklet for mealtimes on its website, reports AdAge (via MediaBuyerPlanner). But Tyson's act seems to be more than just marketing. The company's mission statement, which it calls its core values, says the company "strives to be a faith-friendly company and to honor God," and the company has placed 128 part-time chaplains in 78 of its plants.

Some 95 percent of Americans reportedly believe in a higher being, so the internal strategy likely resonates with consumers. Roughly 25,000 "Giving Thanks at Mealtime" booklets have been sent out since the program's kickoff in late August.

Tyson's nondenominational efforts strike some as risky. "It's a tough line they're walking not to become a preacher or provide religious services. They don't want to appear holier-than-thou," said Prudential Securities analyst John McMillin.